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Research in Progress: The impact of AI adoption on Creativity in the Early stage of New Product Development
[Recherches en cours: L'impact de l'adoption de l'IA sur la créativité dans les premières étapes du Développement de Nouveaux Produits]

Author

Listed:
  • Victoria Zago Mendes

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU - Aix Marseille Université)

  • Claudio Vitari

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

This paper aims to underline the impact of Artificial Intelligence (AI) adoption on creativity in the early stage of New Product Development (NPD). Specifically, it examines how AI adoption impacts creativity in the early stage of NPD on individuals and teams within corporate environments across various sectors. Drawing on a semi-structured interview methodology, this paper will collect data at two levels of analysis: to understand how AI affects personal creativity and the team level and to investigate its influence on team dynamics and collaborative creativity. The implications of these findings will advance our understanding of AI's role in enhancing or reducing creativity in the NPD early stage. This research will guide future research and practical insights into AI adoption on creativity in the early stage of NPD.

Suggested Citation

  • Victoria Zago Mendes & Claudio Vitari, 2025. "Research in Progress: The impact of AI adoption on Creativity in the Early stage of New Product Development [Recherches en cours: L'impact de l'adoption de l'IA sur la créativité dans les premières," Post-Print hal-05109279, HAL.
    • Handle: RePEc:hal:journl:hal-05109279
    Note: View the original document on HAL open archive server: https://hal.science/hal-05109279v1
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